With the January sales behind us, February is an excellent opportunity to take stock of your email strategy. Email marketing remains a mainstay of the modern marketer's toolkit, but many marketers haven’t kept up with the current capabilities of the channel - this can lead to issues with creativity, consistency and quality.
To prevent consumers tuning out, marketers need to ensure they’re not just going through the motions with email. Join our complimentary webinar to hear from email specialist and member of the DMA’s Email Marketing Council, Skip Fidura - In this session we’ll help you tune up your email strategy for 2017 and show you:
- What to consider in your creative - from responsive email to subject lines
- How to improve deliverability and sender reputation
- How to increase automation without sacrificing personalisation
- The 6 key metrics for reporting
Networking, Relationships and Growing Your Personal BrandOrbit Media Studios
It’s what you know. It’s who you know. These are the two key factors in success. Without a deliberate plan to grow your network and build relationships, you’re missing out.
In this presentation we'll cover:
How to connect with (and work with) influencers
How to form and run small groups that push you up the learning curve fast
The single biggest factor in turning strangers into acquaintances and acquaintances into friends
The “80/20 Rule” tells us that 80% of results come from 20% of the efforts. In marketing is feels more like 90/10. But what’s getting the results? Which content is in the top 10 percent? Which pages? Which sources of visitors?
We'll cover...
Which articles and topics get the best results in which ways
How to measure the relative value of various traffic sources
How to use Analytics to see the performance of each sales pages
Check the performance of your navigation, links and calls to action
How to Double Your Email List with a Facebook ContestNathan Latka
Here's what you'll learn:
- How a marketing manager (no technical skills) launched a Facebook campaign that converted at 30%
- How a Social Media Consultant launched a campaign for a client that captured 4500 emails in 7 days with no ad spend
- 6 easy ways to turn fans into customers that buy over and over again
Google is constantly updating their algorithm. There have been 12 major algorithm changes announced this year alone. That doesn’t include the hundreds to thousands of other minor updates Google has made to their search engine.
Could these updates be impacting the performance of your landing pages?
If so, how can you see better results from your landing page’s SEO?
Discover what practices can help your landing pages rank better on Google SERPs in this webinar.
You'll learn:
The best content to use, not just sales content.
How to convert without pushing conversion.
Tips for connecting your landing pages to your site at all times.
Join Mordy Oberstein, Head of Communications at Semrush, for insights into what the data tells us and how Google’s ongoing algorithm updates have changed the game when it comes to landing page optimization.
A data-backed look at what it takes to optimize landing pages in the era of Google's core updates. How to align your landing pages to the authority your site has built.
Networking, Relationships and Growing Your Personal BrandOrbit Media Studios
It’s what you know. It’s who you know. These are the two key factors in success. Without a deliberate plan to grow your network and build relationships, you’re missing out.
In this presentation we'll cover:
How to connect with (and work with) influencers
How to form and run small groups that push you up the learning curve fast
The single biggest factor in turning strangers into acquaintances and acquaintances into friends
The “80/20 Rule” tells us that 80% of results come from 20% of the efforts. In marketing is feels more like 90/10. But what’s getting the results? Which content is in the top 10 percent? Which pages? Which sources of visitors?
We'll cover...
Which articles and topics get the best results in which ways
How to measure the relative value of various traffic sources
How to use Analytics to see the performance of each sales pages
Check the performance of your navigation, links and calls to action
How to Double Your Email List with a Facebook ContestNathan Latka
Here's what you'll learn:
- How a marketing manager (no technical skills) launched a Facebook campaign that converted at 30%
- How a Social Media Consultant launched a campaign for a client that captured 4500 emails in 7 days with no ad spend
- 6 easy ways to turn fans into customers that buy over and over again
Google is constantly updating their algorithm. There have been 12 major algorithm changes announced this year alone. That doesn’t include the hundreds to thousands of other minor updates Google has made to their search engine.
Could these updates be impacting the performance of your landing pages?
If so, how can you see better results from your landing page’s SEO?
Discover what practices can help your landing pages rank better on Google SERPs in this webinar.
You'll learn:
The best content to use, not just sales content.
How to convert without pushing conversion.
Tips for connecting your landing pages to your site at all times.
Join Mordy Oberstein, Head of Communications at Semrush, for insights into what the data tells us and how Google’s ongoing algorithm updates have changed the game when it comes to landing page optimization.
A data-backed look at what it takes to optimize landing pages in the era of Google's core updates. How to align your landing pages to the authority your site has built.
Beyond Cold Calling: Bridging Social Selling with Inside Sales for A Winning ...InsideSales.com
Featuring Ken Krogue, President and Founder at InsideSales.com, and Koka Sexton, Social Selling Expert at LinkedIn
Ken Krogue made headlines in 2014 when he declared that cold calling was dead. The writing's on the wall: the sales process has fundamentally changed and buyers are harder to reach than ever before. Many traditional sales organizations still mistakenly believe the quickest and most effective way to set up meetings with prospects is dialing alone. Instead, a better strategy is to leverage social selling on LinkedIn to help speed up the process, warm up the introduction and land the account. Join Ken and LinkedIn's Koka Sexton (recognized by Forbes as one of the world's most influential social selling leaders) for an engaging discussion on how to use LinkedIn to create a winning strategy that will result in more conversations -- and ultimately, more closed deals.
In this webinar, you will learn:
-How to use LinkedIn to create your professional brand, find the right prospects and engage customers
-Best practices for closing deals faster with social signals
-Four simple steps you can do tomorrow to help you win
You are launching a new content marketing program ...or you’ve already been doing this for years. Either way, it’s a new year and a good time to check in with your content strategy. In this session, Andy will do a deep dive into driving leads, from action to outcome.
Who are we talking to and why do they care?
What do we publish?
And how will it be promoted?
Who are we collaborating with?
And where are we active? ...and finally, goals and measurement
There’s more than one way to generate demand. This is one of them.
More than 75 guests attended the Arizona Interactive Marketing Association (AZIMA) event, “Learn How to Execute a Conversion Optimization Strategy That Drives Dramatically More Profit,” on Jan. 16 at the Hilton Scottsdale Resort & Villas. Chris Goward, founder and president of Wider Funnel Marketing Optimization, gave the audience a sobering glimpse into the reality that when it comes to website design and functionality, “most best practices don’t work because they have not been tested.”
http://joinazima.org/events/past-events
For more about AZIMA: http://joinazima.org/about/missionwhat%20is
Created from a decade of developing internet strategies for Irish Companies. What is an internet strategy and how do you define one? Covers Digital Strategy development to SEM and Social Media
MozCon 2020 - Great Expectations: The Truth About Digital PRShannon McGuirk
In this talk, I challenge the desire for virality over consistency when it comes to digital PR and link building campaigns, whilst exploring the impact this is having on the industry and team morale, client expectations and distorting reality. By honestly sharing my own shortcomings, I hope to push you to learn from your own campaign failures using tried and tested frameworks that’ll mean you can face any creative campaign or outreach struggle head-on.
We live in a world where almost 90% of consumers read emails on their mobile devices. It is therefore imperative for marketers to ensure that their sites and email marketing is optimized for all channels - especially mobile. Download the slides and discover practical methods to help you create the best mobile emails in 2016.
The truth about digital PR: what is normal when it comes to links and coverage? Shannon McGuirk
Within the digital PR industry, we're seeing a bigger and bigger desire for virality over consistency when it comes to link building campaigns with huge hitters getting 1000+ links. These are amazing results, but the reality is in Aira's experience is that it doesn't happen all the time. Shannon will talk through Aira's recent 'State of Link Building' findings and explain what a good amount of links to a campaign is, whilst sharing tips on how to bounce back from a campaign fail given how saturated the media landscape is right now.
Reaching Your Customers From Research to Reorder: Using Video In Every Stage ...Conductor
Check out this C3 presentation by Lorelei Orfeo, Senior Manager of Trends & Content Development at Birchbox, to discover why multi-platform video distribution is crucial in 2015. Learn the direct impact video can have on product conversion from a team that produces more than 25 videos each month. See examples of using video content to connect with your customers across your distribution channels to help them make better decisions about the products they buy.
Presentation by:
Lorelei Orfeo – Sr. Manager of Trends and Content Development, Birchbox
This presentation was given at the 2015 Conductor C3 marketing conference. Learn more: http://c3.conductor.com/
Aim First, Shoot Second: Mastering the Complexity of B2B Digital Marketing
Just because a social site is getting a lot of buzz does not mean you need to be spending a lot of time and resources there. Why? With the complexities of b2b social and content marketing, there simply isn't any room for error. In this session you will gain insights on where to best place your focus; what type of content works best and where; tools and resources for your social and content marketing initiatives; the pros and cons of Google Analytics as a tool; and, how to better track and prove your content marketing efforts.
Sheffield DM #9: Proving the value of links - Thierry NgutegureGiorgio Cassella
Slides from Thierry Ngutegure, Data & Insights Manager at Rise at Seven, presented at his talk at Sheffield DM Vol#9 on Thursday 14th May 2020, titled "Proving the value of links - why you should give a f**k about brand!"
10 Tips to Discover, Reach, and Convert Your AudienceSkyword Inc.
Meeting Description:
In the rush to prove ROI, it is easy for marketers to get caught up in the numbers without paying attention to the people behind them. Taking time to understand your audience and create content that speaks to their interests and desires is paramount to driving performance and inspiring loyalty.
This webinar will help you identify the who, what, where, and how of your audience, and identify best practices in design, optimization, and amplification to ensure that your content reaches the right users at the right time. Content strategists, Justina Perro and Inbar Yagur will guide you through steps to create a plan of action that not only drives those coveted conversions, but also builds stronger relationships in the process.
My presentation for the October, 2011 Spokane Ad Federation. The presentation detailed how to dominate with data by creating goals, key performance indicators, and using advanced segmentation to understand visitor behavior.
Understanding your audience; Agile thinking & our content - BrightonSEO Septe...Charlie Williams
My talk from BrightonSEO on 19th September 2015 on creating content that works for both your audience & search engines.
As the search engines seek to reward content that satisfies users, we can learn from what our audience says to influence our work and reach them via search and social channels.
The core of agile thinking is putting user's needs as the primary goal, considering everything from the perspective of the audience. We'll take a look at how this ethos is perfect for modern SEO, and how a range of social media, audience research, keyword topic and content tools can help us build a user-first content development environment.
How to come up with content ideas for your digital campaignsPaddy Moogan
Presented at Reaktor Breakpoint 2015 by Paddy Moogan. Describing how to come up with content ideas and promote them as part of your content marketing campaign.
LSA Bootcamp San Francisco: Taking Control of Your Online ReputationLocalogy
This presentation was given to an audience of small businesses at the LSA Bootcamp in San Francisco 3/6/16 which was an event to help small businesses learn the fundamentals of digital marketing. For more on the event, visit: http://www.marketingbitz.com/marketing/boot-camp.aspx
This is a very special release of our Tune Hopper Design Document v1.0 for everyone to see how we wrote and created the educational design behind our app. I hope this gives other future app developers a great foundation to work with when designing their own apps! Please contact us at www.TuneHopper.com for any questions about this and other presentations!
Beyond Cold Calling: Bridging Social Selling with Inside Sales for A Winning ...InsideSales.com
Featuring Ken Krogue, President and Founder at InsideSales.com, and Koka Sexton, Social Selling Expert at LinkedIn
Ken Krogue made headlines in 2014 when he declared that cold calling was dead. The writing's on the wall: the sales process has fundamentally changed and buyers are harder to reach than ever before. Many traditional sales organizations still mistakenly believe the quickest and most effective way to set up meetings with prospects is dialing alone. Instead, a better strategy is to leverage social selling on LinkedIn to help speed up the process, warm up the introduction and land the account. Join Ken and LinkedIn's Koka Sexton (recognized by Forbes as one of the world's most influential social selling leaders) for an engaging discussion on how to use LinkedIn to create a winning strategy that will result in more conversations -- and ultimately, more closed deals.
In this webinar, you will learn:
-How to use LinkedIn to create your professional brand, find the right prospects and engage customers
-Best practices for closing deals faster with social signals
-Four simple steps you can do tomorrow to help you win
You are launching a new content marketing program ...or you’ve already been doing this for years. Either way, it’s a new year and a good time to check in with your content strategy. In this session, Andy will do a deep dive into driving leads, from action to outcome.
Who are we talking to and why do they care?
What do we publish?
And how will it be promoted?
Who are we collaborating with?
And where are we active? ...and finally, goals and measurement
There’s more than one way to generate demand. This is one of them.
More than 75 guests attended the Arizona Interactive Marketing Association (AZIMA) event, “Learn How to Execute a Conversion Optimization Strategy That Drives Dramatically More Profit,” on Jan. 16 at the Hilton Scottsdale Resort & Villas. Chris Goward, founder and president of Wider Funnel Marketing Optimization, gave the audience a sobering glimpse into the reality that when it comes to website design and functionality, “most best practices don’t work because they have not been tested.”
http://joinazima.org/events/past-events
For more about AZIMA: http://joinazima.org/about/missionwhat%20is
Created from a decade of developing internet strategies for Irish Companies. What is an internet strategy and how do you define one? Covers Digital Strategy development to SEM and Social Media
MozCon 2020 - Great Expectations: The Truth About Digital PRShannon McGuirk
In this talk, I challenge the desire for virality over consistency when it comes to digital PR and link building campaigns, whilst exploring the impact this is having on the industry and team morale, client expectations and distorting reality. By honestly sharing my own shortcomings, I hope to push you to learn from your own campaign failures using tried and tested frameworks that’ll mean you can face any creative campaign or outreach struggle head-on.
We live in a world where almost 90% of consumers read emails on their mobile devices. It is therefore imperative for marketers to ensure that their sites and email marketing is optimized for all channels - especially mobile. Download the slides and discover practical methods to help you create the best mobile emails in 2016.
The truth about digital PR: what is normal when it comes to links and coverage? Shannon McGuirk
Within the digital PR industry, we're seeing a bigger and bigger desire for virality over consistency when it comes to link building campaigns with huge hitters getting 1000+ links. These are amazing results, but the reality is in Aira's experience is that it doesn't happen all the time. Shannon will talk through Aira's recent 'State of Link Building' findings and explain what a good amount of links to a campaign is, whilst sharing tips on how to bounce back from a campaign fail given how saturated the media landscape is right now.
Reaching Your Customers From Research to Reorder: Using Video In Every Stage ...Conductor
Check out this C3 presentation by Lorelei Orfeo, Senior Manager of Trends & Content Development at Birchbox, to discover why multi-platform video distribution is crucial in 2015. Learn the direct impact video can have on product conversion from a team that produces more than 25 videos each month. See examples of using video content to connect with your customers across your distribution channels to help them make better decisions about the products they buy.
Presentation by:
Lorelei Orfeo – Sr. Manager of Trends and Content Development, Birchbox
This presentation was given at the 2015 Conductor C3 marketing conference. Learn more: http://c3.conductor.com/
Aim First, Shoot Second: Mastering the Complexity of B2B Digital Marketing
Just because a social site is getting a lot of buzz does not mean you need to be spending a lot of time and resources there. Why? With the complexities of b2b social and content marketing, there simply isn't any room for error. In this session you will gain insights on where to best place your focus; what type of content works best and where; tools and resources for your social and content marketing initiatives; the pros and cons of Google Analytics as a tool; and, how to better track and prove your content marketing efforts.
Sheffield DM #9: Proving the value of links - Thierry NgutegureGiorgio Cassella
Slides from Thierry Ngutegure, Data & Insights Manager at Rise at Seven, presented at his talk at Sheffield DM Vol#9 on Thursday 14th May 2020, titled "Proving the value of links - why you should give a f**k about brand!"
10 Tips to Discover, Reach, and Convert Your AudienceSkyword Inc.
Meeting Description:
In the rush to prove ROI, it is easy for marketers to get caught up in the numbers without paying attention to the people behind them. Taking time to understand your audience and create content that speaks to their interests and desires is paramount to driving performance and inspiring loyalty.
This webinar will help you identify the who, what, where, and how of your audience, and identify best practices in design, optimization, and amplification to ensure that your content reaches the right users at the right time. Content strategists, Justina Perro and Inbar Yagur will guide you through steps to create a plan of action that not only drives those coveted conversions, but also builds stronger relationships in the process.
My presentation for the October, 2011 Spokane Ad Federation. The presentation detailed how to dominate with data by creating goals, key performance indicators, and using advanced segmentation to understand visitor behavior.
Understanding your audience; Agile thinking & our content - BrightonSEO Septe...Charlie Williams
My talk from BrightonSEO on 19th September 2015 on creating content that works for both your audience & search engines.
As the search engines seek to reward content that satisfies users, we can learn from what our audience says to influence our work and reach them via search and social channels.
The core of agile thinking is putting user's needs as the primary goal, considering everything from the perspective of the audience. We'll take a look at how this ethos is perfect for modern SEO, and how a range of social media, audience research, keyword topic and content tools can help us build a user-first content development environment.
How to come up with content ideas for your digital campaignsPaddy Moogan
Presented at Reaktor Breakpoint 2015 by Paddy Moogan. Describing how to come up with content ideas and promote them as part of your content marketing campaign.
LSA Bootcamp San Francisco: Taking Control of Your Online ReputationLocalogy
This presentation was given to an audience of small businesses at the LSA Bootcamp in San Francisco 3/6/16 which was an event to help small businesses learn the fundamentals of digital marketing. For more on the event, visit: http://www.marketingbitz.com/marketing/boot-camp.aspx
This is a very special release of our Tune Hopper Design Document v1.0 for everyone to see how we wrote and created the educational design behind our app. I hope this gives other future app developers a great foundation to work with when designing their own apps! Please contact us at www.TuneHopper.com for any questions about this and other presentations!
Slides from the presentation I gave at the ILCU Marketing Conference in Citywest. Includes how to love your list, targeting, deliverability, reporting, and which tool to use.
CONTENT MARKETING AND NATIVE ADVERTISING - FOR EVENT MARKETINGIvan Brezak Brkan
How is native advertising, which will make up 74% of all ad revenues by 2020, going to influence the promotion of events?
▶️ Get more event marketing content from IBB at www.ivanbb.com
▶️ Follow IBB at @ivanbrezakbrkan on Twitter
▶️ For speaking opportunies contact IBB at at www.ivanbb.com/contact/
An introduction to email marketing. The presentation provides an overview of email as a marketing tool and looks at the trends, pitfalls and best practices currently employed.
When it's time for that conversation to get buy-in on your content marketing ideas and initiatives, how do you proceed? Do you have all of the resources you need? The research and support to justify your programs? We're here to help. Download our "Mastering the Buy-In Conversation on Content Marketing: The Essential Starter Kit" now to help you. We've done the legwork so you can focus on your content marketing. Good luck, and let us know how else we can help.
2017 Marketing Plan Template for Modern MarketersAugentia LLC
This Marketing Plan Template for 2017 provides a comprehensive coverage of all the strategic and execution elements needed by Modern Marketer - audit of last year's performance, setting goals and objectives, planning campaigns, content marketing, account based marketing and defining metrics to monitor performance.
Want to download the editable deck, visit this link http://marketing.augentia.com/how-to-write-a-marketing-plan/
Follow our mantra of sending the right message, to the right person, at the right time, with the right frequency as a framework for your email marketing strategy.
This Social Media Survival Guide will give you the tools you need to make smart content marketing decisions as your brand explores the diverse social media landscape. This collection of expert insights, advice, and brand examples outlines the unique characteristics of each channel, helps you identify which platforms and practices are likely to work best for your particular business goals, and offers creative inspiration to ignite more successful and sustainable conversations with your target audience. Read on for an in-depth discussion on 12 of the top social media platforms content marketers are using right now.
It's back! The annual Content Marketing Institute/Content Marketing research returns again to dissect content marketing benchmarks, budgets and trends for B2B marketers in North America.
Your welcome email (or lack thereof) sets the tone for the email marketing relationship you have with your subscribers—make sure it's sending the right message!
Did you know that Tuesdays at 11am is one of the worst possible times to send your email campaigns? Stop relying on guesswork and hunches to drive your email marketing--you might be shooting yourself in the foot. Learn How to Tweak Your Email Messaging to Generate More Leads!
View full presentation here: http://www.hubspot.com/the-science-of-email-marketing/
Ever see great presentations on this site and wonder "How can I make slides like those?"
This quick, insight-packed course will distill many of the major lessons I've learned designing presentations (20 or so of which have been featured on the Slideshare homepage for clients like Honigman Media and Group 8A) over the past half decade.
The major areas of discussion include
STORYTELLING | RHETORIC | DESIGN
Each of these are rigorously examined using easy to understand examples and practical, actionable takeaways.
Click through these slides and come out the other side a better presentation designer, guaranteed!
I currently teach Digital Marketing at General Assembly and have given this lecture to nearly unanimous positive feedback.
If you'd like to get access to this PDF or pick my brain about presentation design, marketing, etc... shoot me a line!
EMAIL: Jig813@gmail.com
TWITTER: twitter.com/JoeandTell
LINKEDIN: linkedin.com/in/josephgelman
Three business basics to always remember! People don't care about your brand. They care about what you can do for them. Back to basics... Give people what they want, do it consistently and do it better than your competition.
Here are a few tips on selling from David Ogilvy and other experts. Can you sell?
Enter the Search for the World's Greatest Salesperson. Deadline May 16, 2010 at youtube.com/ogilvy
We held the largest ever Virtual SlideShare Summit a week back, if you missed it here's your chance to hear from the experts once more on some of the takeaways on presentation design and SlideShare Marketing
3 Powerful Marketing and Sales Alignment Strategies for Successful Business O...Marketo
Feel like you know Marketing and Sales alignment is important, but your organization just isn't quite nailing it yet? Join Heidi Bullock, GVP of Global Marketing at Marketo, to learn proven, practical tips for how to make it work and make it last. We will cover how you can leverage technology (like marketing automation), vetted processes, and other tips to help your teams work together more effectively and efficiently.
Zombies in Your Inbox: Email Marketing is Not DeadAngela Leavitt
Delivered at ITExpo 2018, this presentation goes into many aspects of email marketing, including list building, marketing automation tools, and best practices for email campaigns.
Topic: Engagement marketing: our new BFF?
- How to develop an award-winning multi-channel engagement campaign
- 3 ways to make your organisation’s marketing activity truly memorable
- 5 lessons learned that are making me a better Professional Services marketer
- What can happen when you tap into customer’s emotional decisions…
How To Generate Leads for Telecom, IT & Cloud CompaniesAngela Leavitt
Angela Leavitt of Mojo Marketing delivered this presentation at Telegration's Next Event on July 26, 2017 in Traverse City, FL. This is a step-by-step guide on how to generate and nurture leads for the telecom and IT industries.
Episode 103: Kula Partners, Wistia Partnerships, SSL, New Partner Awards, Farewell Nick Sal
Get the full recap, recording and links here: http://academy.hubspot.com/partner-broadcast/kula-partners-wistia-ssl-awards-nick-sal-farewell
Guests: Jeff White and Jesse Mawhinney (@kulapartners) - Kristen Craft (@thecrafty) and Jonah Silberg (@jgsilberg) from @Wistia - Jeff Vocell from Product Marketing Team (@jvocell) - Angela Hicks (@angela_9) from HubSpot Academy - Kristina Volovich (@steeens11), Partner Marketing - Sarah Phillips (@Sarahgphillips), Partner Training at HubSpot Academy - Nick Sal from THE FUTURE (@nicksalinbound)
From Stranger to Customer: How to Drive More Leads and Close More SalesAngela Leavitt
This was a 2-hour seminar presented at ITExpo 2018 and covers key marking foundational elements like branding, messaging and personas, as well as two proven methods for effective lead generation.
Early stage program metrics such as email open rates and Facebook likes are great, but don't give you the full picture. At Marketo, our Advanced Report Builder enables us to dig deeper to discover how and which programs make the most impact on our revenue goals. See the slides to see the metrics Marketo uses to back its own program budget.
Sempo 5-stepsSEMPO Webinar on Organizational Nirvana; 5 Steps to Properly Int...Doug Platts
It's not easy being an SEO. With a constantly evolving search landscape and ranking algorithms being updated on a daily basis, the need for integration at all levels of an organization means the difference between a good - and great - SEO team is getting wider.
Analog Strategies For ABM Success: Digital Channels And Integrated Programs G3 Communications
View the full webcast on demand here: https://dg-r.co/2H99YKt
Buying technology will not make you an account-based marketer. At its core, Account-Based Marketing (ABM) is the start of a conversation—one that extends across your entire marketing team—and ends with Sales. But which channels should that conversation include?
Join John Dering, Director of ABM Technology and Strategy at Demandbase, for two case studies showcasing how marketing fundamentals can quickly increase the efficiency and performance of your campaigns.
Gain insights in how to:
• Align your Marketing team to create a truly integrated campaign
• Apply analog strategies to digital channels like SEM
• Measure the results that count
You Can't Buy Love: The Secrets of Demand Generation Strategy and SuccessMarketo
It's easy to spend some money to buy a bunch of cold "leads" for the sales team. But you can't buy interest, engagement or respect for your company and its products or services. Marketing may be a science, but making prospects love you before they've met you is an art called demand generation, and this webinar will show you how to build and implement a strategy to make it happen.
Join us on this educational webinar to learn:
• How to build and execute an end-to-end demand generation strategy
• The role of content in demand generation
• How to leverage social media
• What email contact strategy is most effective for nurturing leads
• How to tell when it's time for sales to make the call
• The secrets that can make your program a success
Watch This Free Webinar On-Demand: http://dg-r.co/2fuo7Y8 - Personas, Journeys & Content Maps – 3 Keys to Filling Your 2017 Pipeline with Quality Leads
Don’t spend another year trying to connect old methods to new technology - Build a plan to maximize your tech
Everywhere you look, there’s another brand-new marketing technology solution promising out-of-this-world results. But to succeed as a marketer today, you don’t just need the right technology; you need the right strategic and foundation to maximize its performance. Easier said than done, right? But it really is possible to provide a more predictable flow of quality leads to your sales team by integrating your strategy & technology better.
Get three key foundational elements marketers must build into their marketing plans to take full advantage of their technology and drive qualified leads to sales:
Buyer Personas – know buyer’s needs, desires and how they make decisions;
Content Maps – define the assets will you create to build affinity and increase close rates; and
Buyer Journeys – understand every step of the process and the methods buyers prefer.
Marty Gilbert discusses the comparative value of email vs alternatives and ways in which to maximize this direct marketing approach as an effective source of lead generation.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Dive deep into the cutting-edge strategies we're employing to revolutionize our web presence in the age of AI-driven search. As Gen Z reshapes the digital realm, discover how we can bridge the generational divide. Unlock the synergistic power of PPC, social media, and SEO, driving unparalleled revenues for our projects.
QuickBooks Sync Manager Repair Tool- What You Need to Knowmarkmargaret23
Occurrence of technical errors on QuickBooks is common but it can be resolved with the use of QuickBooks Sync Manager Tool . With the help of this too, users can sync the QuickBooks Desktop company file with the Intuit online server. It is compatible with versions QuickBooks Pro, Premier, or Enterprise. In case a user faces sync-related errors then they simply need this repair tool.
Gokila digital marketing| consultant| Coimbatoredmgokila
Myself Gokila digital marketing consultant located in Coimbatore other various types of digital marketing services such as SEM
SEO SMO SMM CAMPAIGNS content writing web design for all your business needs with affordable cost
Digital Marketing Services | Techvolt Software :
Digital Marketing is a latest method of Marketing techniques widely used across the Globe. Digital Marketing is an online marketing technique and methods used for all products and services through Search Engine and Social media advertisements. Previously the marketing techniques were used without using the internet via direct and indirect marketing strategies such as advertising through Telemarketing,Newspapers,Televisions,Posters etc.
List of Services offered in Digital Marketing |Techvolt Software :
Techvolt Software offers best Digital Marketing services for promoting your products and services through online platform on the below methods of Digital marketing
1. Search Engine Optimization (SEO)
2. Search Engine Marketing (SEM)
3. Social Media Optimization (SMO)
4. Social Media Marketing (SMM)
5. Campaigns
Importance | Need of Digital Marketing (Online Promotions) :
1. Quick Promotions through Online
2. Generation of More leads and Business Enquiries via Search Engine and Social Media Platform
3. Latest Technology development vs Business promotions
4. Creation of Social Branding
5. Promotion with less investment
Benefits Digital Marketing Services at Techvolt software :
1. Services offered with Affordable cost
2. Free Content writing
3. Free Dynamic Website design*
4. Best combo offers on website Hosting,design along with digital marketing services
5. Assured Lead Generation through Search Engine and Social Media
6. Online Maintenance Support
Free Website + Digital Marketing Services
Techvolt Software offers Free website design for all customer and clients who is availing the digital marketing services for a minimum period of 6 months.
With Regards
Gokila digital marketer
Coimbatore
janani Digital Marketer|Digital Marketing consultant|Marketing Promotion|Coim...janudm24
Myself Janani Digital marketing consultant located in coimbatore I offer all kinds of digital marketing services for your business requirements such as SEO SMO SMM SMO CAMPAIGNS content writing web design for all your business needs with affordable cost
Digital Marketing Services | Techvolt Software :
Digital Marketing is a latest method of Marketing techniques widely used across the Globe. Digital Marketing is an online marketing technique and methods used for all products and services through Search Engine and Social media advertisements. Previously the marketing techniques were used without using the internet via direct and indirect marketing strategies such as advertising through Telemarketing,Newspapers,Televisions,Posters etc.
List of Services offered in Digital Marketing |Techvolt Software :
Techvolt Software offers best Digital Marketing services for promoting your products and services through online platform on the below methods of Digital marketing
1. Search Engine Optimization (SEO)
2. Search Engine Marketing (SEM)
3. Social Media Optimization (SMO)
4. Social Media Marketing (SMM)
5. Campaigns
Importance | Need of Digital Marketing (Online Promotions) :
1. Quick Promotions through Online
2. Generation of More leads and Business Enquiries via Search Engine and Social Media Platform
3. Latest Technology development vs Business promotions
4. Creation of Social Branding
5. Promotion with less investment
Benefits Digital Marketing Services at Techvolt software :
1. Services offered with Affordable cost
2. Free Content writing
3. Free Dynamic Website design*
4. Best combo offers on website Hosting,design along with digital marketing services
5. Assured Lead Generation through Search Engine and Social Media
6. Online Maintenance Support
Free Website + Digital Marketing Services
Techvolt Software offers Free website design for all customer and clients who is availing the digital marketing services for a minimum period of 6 months.
With Regards
Janani Digital Marketer
Coimbatore,Tamilnadu.
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
This session will aim to comprehensively review the current state of artificial intelligence techniques for emotional recognition and their potential applications in optimizing digital advertising strategies. Key studies developing AI models for multimodal emotion recognition from videos, images, and neurophysiological signals were analyzed to build content for this session. The session delves deeper into the current challenges, opportunities to help realize the full benefits of emotion AI for personalized digital marketing.
As the call for for skilled experts continues to develop, investing in quality education and education from a reputable https://www.safalta.com/online-digital-marketing/best-digital-marketing-institute-in-noida Digital advertising institute in Noida can lead to a a success career on this eve
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
Trust Element Assessment: How Your Online Presence Affects Outbound Lead Gene...Martal Group
Learn how your business's online presence affects outbound lead generation and what you can do to improve it with a complimentary 13-Point Trust Element Assessment.
The Good the Bad and The Ugly of Marketing MeasurementNapierPR
We explore how B2B marketers can impress the board by measuring their PR and marketing campaigns successfully, and explore 5 metrics that will get you promoted, and 3 that will get your fired.
We cover:
-Meaningless marketing metrics
-The difference between attribution and incrementality
-The importance of the customer journey
-Why you should care about prospects that are in market
-Measuring the unmeasurable
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
In the digital age, businesses are inundated with tools promising to streamline operations, enhance creativity, and boost productivity. Yet, the true key to digital transformation lies not in the accumulation of tools but in strategically integrating the right AI solutions to revolutionize workflows. Join Jordache, an experienced entrepreneur, tech strategist and AI consultant, as he explores essential AI tools across three critical categories—Ideation, Creation, and Operations—that can reshape the way your business creates, operates, and scales.This talk will guide you through the practicalities of selecting and effectively using AI tools that go beyond the basics of today’s popular tools like ChatGPT, Claude, Gemini, Midjourney, or Dall-E. For each category of tools, Jordache will address three crucial questions: What is each tool? Why is each one valuable to you as a business leader? How can you start using it in your workflow? This approach will not only clarify the role of these tools but also highlight their strategic value, making it perfect for business leaders ready to make informed decisions about integrating AI into their workflows.
Key Takeaways:
>> Strategic Selection and Integration: Understand how to select AI tools that align with your business goals and how to conceptually integrate them into your workflows to enhance efficiency and innovation.
>> Understanding AI Tool Categories: Gain a deeper understanding of how AI tools can be leveraged in the areas of ideation, creation, and operation—transforming each aspect of your business.
>> Practical Starting Points: Learn how you can start using these tools in your business with practical tips on initial steps and integration ideas.
>> Future-Proofing Your Business: Discover how staying informed about and utilizing the latest AI tools and strategies can keep your business competitive in a rapidly evolving digital landscape.
Google Ads Vs Social Media Ads-A comparative analysisakashrawdot
Explore the differences, advantages, and strategies of using Google Ads vs Social Media Ads for online advertising. This presentation will provide insights into how each platform operates, their unique features, and how they can be leveraged to achieve marketing goals.
Google Ads Vs Social Media Ads-A comparative analysis
2017 Email Tune-Up
1. Brought to you by In association with
The webinar will begin shortly
Listen via your computer speakers or on the phone
UK: +44 (0) 330 221 9921
Access Code: 723-311-416
2017 Email Tune-Up
2. Today’s Speakers
2017 Email Tune-Up
Brought to you by In association with
James Lawson
Consultant Editor
marketingfinder
Skip Fidura
Digital Director
dotMailer
4. 4 | 2017 Email Tune-up | @SkipFidura @dotmailer
This presentation is from “2017 Email Tune-Up”, a marketingfinder webinar.
To find out more, or for the on-demand recording, visit https://goo.gl/wtqJ0e
5. 5 | 2017 Email Tune-up | @SkipFidura @dotmailer
Popular with MarketersThis presentation is from “2017 Email Tune-Up”, a marketingfinder webinar.
To find out more, or for the on-demand recording, visit https://goo.gl/wtqJ0e
6. 6 | 2017 Email Tune-up | @SkipFidura @dotmailer
Popular with Marketers
95%
This presentation is from “2017 Email Tune-Up”, a marketingfinder webinar.
To find out more, or for the on-demand recording, visit https://goo.gl/wtqJ0e
7. 7 | 2017 Email Tune-up | @SkipFidura @dotmailer
Popular with Marketers
95% 10+:1
This presentation is from “2017 Email Tune-Up”, a marketingfinder webinar.
To find out more, or for the on-demand recording, visit https://goo.gl/wtqJ0e
8. 8 | 2017 Email Tune-up | @SkipFidura @dotmailer
Email is popular with Consumers
This presentation is from “2017 Email Tune-Up”, a marketingfinder webinar.
To find out more, or for the on-demand recording, visit https://goo.gl/wtqJ0e
9. 9 | 2017 Email Tune-up | @SkipFidura @dotmailer
Too Many Emails
This presentation is from “2017 Email Tune-Up”, a marketingfinder webinar.
To find out more, or for the on-demand recording, visit https://goo.gl/wtqJ0e
10. 10 | 2017 Email Tune-up | @SkipFidura @dotmailer
This presentation is from “2017 Email Tune-Up”, a marketingfinder webinar.
To find out more, or for the on-demand recording, visit https://goo.gl/wtqJ0e
11. 11 | 2017 Email Tune-up | @SkipFidura @dotmailer
50%
Of all
77%
Millennials
This presentation is from “2017 Email Tune-Up”, a marketingfinder webinar.
To find out more, or for the on-demand recording, visit https://goo.gl/wtqJ0e
12. 12 | 2017 Email Tune-up | @SkipFidura @dotmailer
Where Can We Improve?
This presentation is from “2017 Email Tune-Up”, a marketingfinder webinar.
To find out more, or for the on-demand recording, visit https://goo.gl/wtqJ0e
14. 14 | 2017 Email Tune-up | @SkipFidura @dotmailer
Where Can We Improve?
• Data Capture
• Segmentation and
Automation
• Creative and
Copywriting
• Deliverability
• Testing
• Analytics
This presentation is from “2017 Email Tune-Up”, a marketingfinder webinar.
To find out more, or for the on-demand recording, visit https://goo.gl/wtqJ0e
15. 15 | 2017 Email Tune-up | @SkipFidura @dotmailer
Think BIG
This presentation is from “2017 Email Tune-Up”, a marketingfinder webinar.
To find out more, or for the on-demand recording, visit https://goo.gl/wtqJ0e
16. 16 | 2017 Email Tune-up | @SkipFidura @dotmailer
Start Small
This presentation is from “2017 Email Tune-Up”, a marketingfinder webinar.
To find out more, or for the on-demand recording, visit https://goo.gl/wtqJ0e
17. 17 | 2017 Email Tune-up | @SkipFidura @dotmailer
Start Small; Scale Quickly
Scale QUICKLY
This presentation is from “2017 Email Tune-Up”, a marketingfinder webinar.
To find out more, or for the on-demand recording, visit https://goo.gl/wtqJ0e
18. 18 | 2017 Email Tune-up | @SkipFidura @dotmailer
…but where do I start?
BenefitLow High
Cost
High
Low
This presentation is from “2017 Email Tune-Up”, a marketingfinder webinar.
To find out more, or for the on-demand recording, visit https://goo.gl/wtqJ0e
19. 19 | 2017 Email Tune-up | @SkipFidura @dotmailer
…but where do I start?
BenefitLow High
Cost
High
Low
INVESTDON’T BE DISTRACTED
PLAN FOR THE FUTUREIGNORE
This presentation is from “2017 Email Tune-Up”, a marketingfinder webinar.
To find out more, or for the on-demand recording, visit https://goo.gl/wtqJ0e
20. 20 | 2017 Email Tune-up | @SkipFidura @dotmailer
…but where do I start?
BenefitLow High
Cost
High
Low
INVESTDON’T BE DISTRACTED
PLAN FOR THE FUTUREIGNORE
This presentation is from “2017 Email Tune-Up”, a marketingfinder webinar.
To find out more, or for the on-demand recording, visit https://goo.gl/wtqJ0e
21. 21 | Making Your Email Takeoff. | @SkipFidura @dotmailer
Data Capture
This presentation is from “2017 Email Tune-Up”, a marketingfinder webinar.
To find out more, or for the on-demand recording, visit https://goo.gl/wtqJ0e
22. 22 | 2017 Email Tune-up | @SkipFidura @dotmailer
Explicit Data
This presentation is from “2017 Email Tune-Up”, a marketingfinder webinar.
To find out more, or for the on-demand recording, visit https://goo.gl/wtqJ0e
23. 23 | 2017 Email Tune-up | @SkipFidura @dotmailer
Implicit Data
This presentation is from “2017 Email Tune-Up”, a marketingfinder webinar.
To find out more, or for the on-demand recording, visit https://goo.gl/wtqJ0e
24. 24 | 2017 Email Tune-up | @SkipFidura @dotmailer
What Data do you Need?
This presentation is from “2017 Email Tune-Up”, a marketingfinder webinar.
To find out more, or for the on-demand recording, visit https://goo.gl/wtqJ0e
25. 25 | 2017 Email Tune-up | @SkipFidura @dotmailer
What Data do you Have?
This presentation is from “2017 Email Tune-Up”, a marketingfinder webinar.
To find out more, or for the on-demand recording, visit https://goo.gl/wtqJ0e
26. 26 | 2017 Email Tune-up | @SkipFidura @dotmailer
Data has a Shelf Life
This presentation is from “2017 Email Tune-Up”, a marketingfinder webinar.
To find out more, or for the on-demand recording, visit https://goo.gl/wtqJ0e
27. 27 | 2017 Email Tune-up | @SkipFidura @dotmailer
Data has a Shelf Life
• No paper forms
• No Chinese Whispers
• Real-time Validation
This presentation is from “2017 Email Tune-Up”, a marketingfinder webinar.
To find out more, or for the on-demand recording, visit https://goo.gl/wtqJ0e
28. 28 | 2017 Email Tune-up | @SkipFidura @dotmailer
Think About ALL Touch Points
This presentation is from “2017 Email Tune-Up”, a marketingfinder webinar.
To find out more, or for the on-demand recording, visit https://goo.gl/wtqJ0e
29. 29 | 2017 Email Tune-up | @SkipFidura @dotmailer
Fred Perry
Problem:
• No single view of customer
• Not capturing store traffic
Solution:
• Implemented e-receipts at all till
points
• Nightly Feed to combine with
ecommerce data
Results:
• Single view of customer
• List growth
CASE STUDY
This presentation is from “2017 Email Tune-Up”, a marketingfinder webinar.
To find out more, or for the on-demand recording, visit https://goo.gl/wtqJ0e
30. 30 | 2017 Email Tune-up | @SkipFidura @dotmailer
Barbour
CASE STUDY
Background:
• Founded in 1894
• Recently started selling direct –
on and off line
Problem:
- Delivering a luxury brand
experience on-line
- Little direct relationship with
customers
- No real databaseThis presentation is from “2017 Email Tune-Up”, a marketingfinder webinar.
To find out more, or for the on-demand recording, visit https://goo.gl/wtqJ0e
31. 31 | 2017 Email Tune-up | @SkipFidura @dotmailer
Barbour
CASE STUDY
Solution
• Implemented Pop-over
after testing alternatives
• Welcome Program to
collect more data
• Implemented basic
segmentation based on
explicit data collected
through a preference
centre This presentation is from “2017 Email Tune-Up”, a marketingfinder webinar.
To find out more, or for the on-demand recording, visit https://goo.gl/wtqJ0e
32. 32 | 2017 Email Tune-up | @SkipFidura @dotmailer
Barbour
CASE STUDY
Results
• 20,000 new email addresses in
first three months vs. 1,200 in the
previous three months (1,667%
increase)
• Total sales from email has grown
over 600% with some campaigns
generating six figure revenue
• Click to open rates over 30%
• Unique open rate over 40%This presentation is from “2017 Email Tune-Up”, a marketingfinder webinar.
To find out more, or for the on-demand recording, visit https://goo.gl/wtqJ0e
33. 33 | 2017 Email Tune-up | @SkipFidura @dotmailer
Problem:
• Need to capture language
Solution:
• New data based on page
• Old data had to ask
Results:
• Each list grew by more than
100%
• Open rates nearly doubled
Dune
CASE STUDY
This presentation is from “2017 Email Tune-Up”, a marketingfinder webinar.
To find out more, or for the on-demand recording, visit https://goo.gl/wtqJ0e
34. 34 | Making Your Email Takeoff. | @SkipFidura @dotmailer
Segmentation and Automation
This presentation is from “2017 Email Tune-Up”, a marketingfinder webinar.
To find out more, or for the on-demand recording, visit https://goo.gl/wtqJ0e
35. 35 | 2017 Email Tune-up | @SkipFidura @dotmailer
This presentation is from “2017 Email Tune-Up”, a marketingfinder webinar.
To find out more, or for the on-demand recording, visit https://goo.gl/wtqJ0e
36. 36 | 2017 Email Tune-up | @SkipFidura @dotmailer
This presentation is from “2017 Email Tune-Up”, a marketingfinder webinar.
To find out more, or for the on-demand recording, visit https://goo.gl/wtqJ0e
37. 37 | 2017 Email Tune-up | @SkipFidura @dotmailer
This presentation is from “2017 Email Tune-Up”, a marketingfinder webinar.
To find out more, or for the on-demand recording, visit https://goo.gl/wtqJ0e
38. 38 | 2017 Email Tune-up | @SkipFidura @dotmailer
This presentation is from “2017 Email Tune-Up”, a marketingfinder webinar.
To find out more, or for the on-demand recording, visit https://goo.gl/wtqJ0e
39. 39 | 2017 Email Tune-up | @SkipFidura @dotmailer
Upstream and Downstream
This presentation is from “2017 Email Tune-Up”, a marketingfinder webinar.
To find out more, or for the on-demand recording, visit https://goo.gl/wtqJ0e
40. 40 | 2017 Email Tune-up | @SkipFidura @dotmailer
Upstream Automation
Personalisation
• “Hi Rebecca”
• Could also include
– Loyalty points
– Last destination
Dynamic Content
• Destination articles
• Could also include
– Loyalty tier
– Real-time based on weather
This presentation is from “2017 Email Tune-Up”, a marketingfinder webinar.
To find out more, or for the on-demand recording, visit https://goo.gl/wtqJ0e
41. 41 | 2017 Email Tune-up | @SkipFidura @dotmailer
£/email
Number of Segments & Volume of content
Revenue per email
Cost per email
Point of maximum returns
Increasing
returns
Diminishing
returns
Negative
growth
The relevancy scale
This presentation is from “2017 Email Tune-Up”, a marketingfinder webinar.
To find out more, or for the on-demand recording, visit https://goo.gl/wtqJ0e
42. 42 | 2017 Email Tune-up | @SkipFidura @dotmailer
Downstream Automation
• Account Creation or Welcome
• Birthday
• Abandon Browse
• Abandon Basket
• Post Action
• Recommendations
• ReplenishmentThis presentation is from “2017 Email Tune-Up”, a marketingfinder webinar.
To find out more, or for the on-demand recording, visit https://goo.gl/wtqJ0e
43. 43 | 2017 Email Tune-up | @SkipFidura @dotmailer
Account creation or welcome
Email1:
- what’s new
- Online and
offline content
- Push to
purchase
Email3:
- An offer
- Educational
content
Email2:
Relationship
building content
This presentation is from “2017 Email Tune-Up”, a marketingfinder webinar.
To find out more, or for the on-demand recording, visit https://goo.gl/wtqJ0e
44. 44 | 2017 Email Tune-up | @SkipFidura @dotmailer
Account creation or welcome Email4:
- Reassuring tone
- Easy. Secure.
- Helpful guides
- Clear CTA ‘start’
This presentation is from “2017 Email Tune-Up”, a marketingfinder webinar.
To find out more, or for the on-demand recording, visit https://goo.gl/wtqJ0e
45. 45 | 2017 Email Tune-up | @SkipFidura @dotmailer
Account creation or welcome
Emails 5 & 6:
- First offer code
- Urgency
- Tone – ‘don’t miss out’
- Stronger CTA ‘shop
now’
This presentation is from “2017 Email Tune-Up”, a marketingfinder webinar.
To find out more, or for the on-demand recording, visit https://goo.gl/wtqJ0e
46. 46 | 2017 Email Tune-up | @SkipFidura @dotmailer
Birthday
• It is a nice thing to do
• Do not need an offer
• Reason to connect
outside of the booking
season
This presentation is from “2017 Email Tune-Up”, a marketingfinder webinar.
To find out more, or for the on-demand recording, visit https://goo.gl/wtqJ0e
47. 47 | Making Your Email Takeoff. | @SkipFidura @dotmailer
Creative and Copywriting
This presentation is from “2017 Email Tune-Up”, a marketingfinder webinar.
To find out more, or for the on-demand recording, visit https://goo.gl/wtqJ0e
48. 48 | 2017 Email Tune-up | @SkipFidura @dotmailer
Mobile
This presentation is from “2017 Email Tune-Up”, a marketingfinder webinar.
To find out more, or for the on-demand recording, visit https://goo.gl/wtqJ0e
49. TIP 1 - Know your audience
This presentation is from “2017 Email Tune-Up”, a marketingfinder webinar.
To find out more, or for the on-demand recording, visit https://goo.gl/wtqJ0e
50. TIP 2 - Readability
This presentation is from “2017 Email Tune-Up”, a marketingfinder webinar.
To find out more, or for the on-demand recording, visit https://goo.gl/wtqJ0e
51. TIP 3 – Customer-centric copy
This presentation is from “2017 Email Tune-Up”, a marketingfinder webinar.
To find out more, or for the on-demand recording, visit https://goo.gl/wtqJ0e
52. TIP 4 – Actionable language
This presentation is from “2017 Email Tune-Up”, a marketingfinder webinar.
To find out more, or for the on-demand recording, visit https://goo.gl/wtqJ0e
53. TIP 5 – Sell the sizzle
This presentation is from “2017 Email Tune-Up”, a marketingfinder webinar.
To find out more, or for the on-demand recording, visit https://goo.gl/wtqJ0e
54. 54 | Making Your Email Takeoff. | @SkipFidura @dotmailer
Deliverability
This presentation is from “2017 Email Tune-Up”, a marketingfinder webinar.
To find out more, or for the on-demand recording, visit https://goo.gl/wtqJ0e
55. Email Filtering
This presentation is from “2017 Email Tune-Up”, a marketingfinder webinar.
To find out more, or for the on-demand recording, visit https://goo.gl/wtqJ0e
56. 56 | 2017 Email Tune-up | @SkipFidura @dotmailer
MYTH #1
Sending plain text messages to
subscribers is good for your
deliverability, inbox placement rate,
and open rates.
This presentation is from “2017 Email Tune-Up”, a marketingfinder webinar.
To find out more, or for the on-demand recording, visit https://goo.gl/wtqJ0e
57. 57 | 2017 Email Tune-up | @SkipFidura @dotmailer
This presentation is from “2017 Email Tune-Up”, a marketingfinder webinar.
To find out more, or for the on-demand recording, visit https://goo.gl/wtqJ0e
58. 58 | 2017 Email Tune-up | @SkipFidura @dotmailer
MYTH #2
If I get recipients to click links
within my email, the ISPs will see
that I am sending to engaged users
and therefore my deliverability will
be improved.This presentation is from “2017 Email Tune-Up”, a marketingfinder webinar.
To find out more, or for the on-demand recording, visit https://goo.gl/wtqJ0e
59. 59 | 2017 Email Tune-up | @SkipFidura @dotmailer
This presentation is from “2017 Email Tune-Up”, a marketingfinder webinar.
To find out more, or for the on-demand recording, visit https://goo.gl/wtqJ0e
60. 60 | 2017 Email Tune-up | @SkipFidura @dotmailer
MYTH #3
Subject lines should not exceed a
certain size, nor should they
contain special characters or
certain words.
This presentation is from “2017 Email Tune-Up”, a marketingfinder webinar.
To find out more, or for the on-demand recording, visit https://goo.gl/wtqJ0e
61. 61 | 2017 Email Tune-up | @SkipFidura @dotmailer
This presentation is from “2017 Email Tune-Up”, a marketingfinder webinar.
To find out more, or for the on-demand recording, visit https://goo.gl/wtqJ0e
62. 62 | Making Your Email Takeoff. | @SkipFidura @dotmailer
Testing
This presentation is from “2017 Email Tune-Up”, a marketingfinder webinar.
To find out more, or for the on-demand recording, visit https://goo.gl/wtqJ0e
63. 63 | 2017 Email Tune-up | @SkipFidura @dotmailer
Cardinal Rules of Testing
1. In every campaign
2. One variable at a time
3. Clear hypothesis
4. Defined success and failure metrics
5. Implement learnings and move one
This presentation is from “2017 Email Tune-Up”, a marketingfinder webinar.
To find out more, or for the on-demand recording, visit https://goo.gl/wtqJ0e
64. 64 | Making Your Email Takeoff. | @SkipFidura @dotmailer
Analytics
This presentation is from “2017 Email Tune-Up”, a marketingfinder webinar.
To find out more, or for the on-demand recording, visit https://goo.gl/wtqJ0e
65. 65 | Making Your Email Takeoff. | @SkipFidura @dotmailer
“Half of the money spent on advertising is
wasted; the trouble is I don’t know which
half.”
This presentation is from “2017 Email Tune-Up”, a marketingfinder webinar.
To find out more, or for the on-demand recording, visit https://goo.gl/wtqJ0e
66. 66 | Faster. Better. Smarter. | @TinkTaylor @dotmailer
The Ultimate Irony
This presentation is from “2017 Email Tune-Up”, a marketingfinder webinar.
To find out more, or for the on-demand recording, visit https://goo.gl/wtqJ0e
67. 67 | 2017 Email Tune-up | @SkipFidura @dotmailer
• Time taken to use the platform
• Getting the data in and out
• Lost opportunity cost of not having
time to implement a better
marketing strategy
• Outgrowing system and learning
new tools
The True cost of email is more than CPM
This presentation is from “2017 Email Tune-Up”, a marketingfinder webinar.
To find out more, or for the on-demand recording, visit https://goo.gl/wtqJ0e
68. 68 | 2017 Email Tune-up | @SkipFidura @dotmailer
Traditional Email Metrics
This presentation is from “2017 Email Tune-Up”, a marketingfinder webinar.
To find out more, or for the on-demand recording, visit https://goo.gl/wtqJ0e
69. 69 | 2017 Email Tune-up | @SkipFidura @dotmailer
Opens or Clicks?
Campaign A
Check out our new
British film of the month
Emails delivered: 10,000
Unique opens: 2,000
Open rate: 20%
Campaign B
Check out Benedict Cumberbatch’s
brand new film!
Emails delivered: 10,000
Unique opens: 1,500
Open rate: 10%
This presentation is from “2017 Email Tune-Up”, a marketingfinder webinar.
To find out more, or for the on-demand recording, visit https://goo.gl/wtqJ0e
70. 70 | 2017 Email Tune-up | @SkipFidura @dotmailer
Opens or Clicks?
Campaign A
Check out our new
British film of the month
Emails delivered: 10,000
Unique opens: 2,000
Open rate: 20%
Unique clicks 200
Click through rate 2%
Click to open rate 10%
Campaign B
Check out Benedict Cumberbatch’s
brand new film!
Emails delivered: 10,000
Unique opens: 1,500
Open rate: 15%
Unique clicks 300
Click through rate 3%
Click to open rate 20%
This presentation is from “2017 Email Tune-Up”, a marketingfinder webinar.
To find out more, or for the on-demand recording, visit https://goo.gl/wtqJ0e
71. 71 | Making Your Email Takeoff. | @SkipFidura @dotmailer
The alternative metrics
This presentation is from “2017 Email Tune-Up”, a marketingfinder webinar.
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72. 72 | 2017 Email Tune-up | @SkipFidura @dotmailer
Engagement
How does my open rate compare… ?
This presentation is from “2017 Email Tune-Up”, a marketingfinder webinar.
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73. 73 | 2017 Email Tune-up | @SkipFidura @dotmailer
Engagement
Camp 1
Open rate 25%
Camp 2
Open rate 25%
Camp 3
Open rate 25%
Camp 4
Open rate 25%
Rates alone can steer us in the wrong direction
This presentation is from “2017 Email Tune-Up”, a marketingfinder webinar.
To find out more, or for the on-demand recording, visit https://goo.gl/wtqJ0e
74. 74 | 2017 Email Tune-up | @SkipFidura @dotmailer
Engagement
Camp 1
Open rate 25%
Camp 2
Open rate 25%
Camp 3
Open rate 25%
Camp 4
Open rate 25%
Rates alone can steer us in the wrong direction
Open Reach 55%
This presentation is from “2017 Email Tune-Up”, a marketingfinder webinar.
To find out more, or for the on-demand recording, visit https://goo.gl/wtqJ0e
75. 75 | 2017 Email Tune-up | @SkipFidura @dotmailer
Customer Value Analysis
This analysis will show you:
• How each channel is performing
• Channel performance relative to the others
• The value of multi-channel customers
• The optimal COA for each channel
• How big a discount should you offer and when
This presentation is from “2017 Email Tune-Up”, a marketingfinder webinar.
To find out more, or for the on-demand recording, visit https://goo.gl/wtqJ0e
76. 76 | 2017 Email Tune-up. | @SkipFidura @dotmailer
Customer Value Example
Both FacebookEmail
This presentation is from “2017 Email Tune-Up”, a marketingfinder webinar.
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77. 77 | 2017 Email Tune-up. | @SkipFidura @dotmailer
Customer Value Example
Recipients Purchasers Revenue
Avg
Purchaser
Value
Average
Value
Email 100,000 10,200 £ 159,000 £ 15.59 £ 1.59
Facebook 30,000 1,400 £ 26,000 £ 18.57 £ 0.87
This presentation is from “2017 Email Tune-Up”, a marketingfinder webinar.
To find out more, or for the on-demand recording, visit https://goo.gl/wtqJ0e
78. 78 | 2017 Email Tune-up. | @SkipFidura @dotmailer
Customer Value Example
Both FacebookEmail
This presentation is from “2017 Email Tune-Up”, a marketingfinder webinar.
To find out more, or for the on-demand recording, visit https://goo.gl/wtqJ0e
79. 79 | 2017 Email Tune-up. | @SkipFidura @dotmailer
Customer Value Example
Purchasers Revenue
Avg
Purchaser
Value
Average
Value
Email 100,000 10,200 £ 159,000 £ 15.59 £ 1.59
Facebook 30,000 1,400 £ 26,000 £ 18.57 £ 0.87
Purchasers Revenue
Avg
Purchaser
Value
Average
Value
Email Only 90,000 9,000 £ 135,000 £ 15.00 £ 1.50
Facebook Only 20,000 200 £ 2,000 £ 10.00 £ 0.10
Both 10,000 1,200 £ 24,000 £ 20.00 £ 2.40This presentation is from “2017 Email Tune-Up”, a marketingfinder webinar.
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80. 80 | 2017 Email Tune-up | @SkipFidura @dotmailer
Customer Value Analysis
Spend no more than:
• £1.50 to acquire an email
• £0.10 to acquire a FB fan
• £0.90 for an email recipient to
become a FB fan
• £1.30 to capture the email for a
FB fan
Spend limit to convert:
• £13.50 for email subscribers
• £9.90 for FB fans
• £17.60 for Both email
subscribers & FB fans
Average
Purchaser Value
Average
Value
Email only £15.00 £1.50
Facebook only £10.00 £0.10
Both £20.00 £ 2.40
Ave Value: Total Rev for Channel / Db size
Ave Purchaser Value: Total Rev for Channel / No of
purchasers
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81. 81 | Making Your Email Takeoff. | @SkipFidura @dotmailer
Conclusion
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82. Questions
Brought to you by In association with
2017 Email Tune-Up
Skip Fidura
Digital Director
dotMailer
James Lawson
Consultant Editor
marketingfinder
83. 3 Reasons to Complete the Exit Survey
1. You can give us your feedback
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Basics: Email Marketing’
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2017 Email Tune-Up
Thank you James and hello everybody. Just to be clear, this webinar is not about providing hospice care for email. Despite what you may hear in the press email is neither dead nor dying.
The very fact that you have taken an hour out your busy day to join us today would indicate to me that you would say that email is important or very important to your overall marketing strategy…
… and you would agree with 95% of all UK marketers based on data doon to be released by the DMA.
Why is it popular? Well, over 50% of marketers see a return of more than 10 to 1. In other words they make 10 pounds for every one they spend.
It’s the preferred mode of marketing for consumers.
The key stat for me here is the Millennials in the top left corner. I keep hearing that they will not use email. However the stats prove otherwise…
They are in fact the most prolific users of email on their smartphones. They do not use email to maintain relationships with friends and family but we are brands and therefor neither friend nor family regardless of how strong a relationship we may be able to build. So, email is popular with marketers and it is popular with consumers – the very definition of a win/win.
BUT … We may be killing it…
I apologise to those of you who are zero inbox people. When I present this in the office I have a colleague who wants nothing more than to grab my phone and clean this up. I don’t show you this to highlight that I do not keep on top of my personal email. I show you this to highlight that inboxes are full and getting fuller.
Consumers
61% get more than 21 per week
B2C Marketers
4.3 contacts per month
25% more than 5
With the proliferation in email, it is probably not surprising that consumers think that a lot of the email they get is irrelevant. In fact, 85% of UK consumers say that more than ½ of the emails they receive are irrelevant.
What scares me though is that 42% of email marketers AGREE! 42% of marketers say that only some or none of the emails they send are relevant to the recipients. Well today, we are going to start to fix that…
...because the same populist groundswell that delivered Brexit and President Trump will hit email as well unless we head it off. More than 50% of consumers have at least thought of deleting their email account because they were getting too many emails and this stat rises to an alarming 77% for Millennials.
So, where can we improve? Well as the sign says, we can improve everywhere but before we get into that, let me introduce myself. I am Skip Fidura, client services director at dotmailer and non-exec board member of the DMA. I am also the chair of the boards Responsible Marketing Committee and as a way to get to know you a little better, let’s get a sense of your challenges. James, I think it is time for a poll.
Think Big
Start Small
Scale Quickly
Now I know what you are thinking. “Skip, this agile approach to marketing is all well and good but there are loads of places to start small across the six topic areas you mentioned. How do I know which one to pick?
What I failed to mention earlier is that a key part of my role at dotmailer is leading our consultancy, so of course I am going to have a 2X2 matrix.
This simple model works very well for our clients. We evaluate every tactic for both benefit and cost. I have
Top right; this is where you want to focus your energy and resources.
Bottom left: Why is your business is doing it at all but BUT you cannot not always control that so you have to be good at ignoring it as a distraction.
Top left: Should probably be under your control or at the least you should have strategic input into how they operate
Bottom right: Channels that fall in the bottom right box either need to work better or you need to kill them
So lets plot tactics on the matrix. We can add a third dimension around the ease of implementing these tactics. The bigger the dots, the easier it is to implement the tactic.
Remember the goal of this is to just pick where you are going to get started so there is no point focussing on tactics that will be really hard for you to implement.
Don’t get analysis paralysis.
Explicit data is simply data collected directly from the recipient. People answer the questions based on how they want to be perceived.
Wine club
Doctor
The reality is probably something closer to this but we would only know this by collecting behavioural or implicit data. At dotmailer we tend to think of this as digital body language.
When going about collecting data, the first thing you need to ask yourself is what data do you need? This may seem obvious but as marketers we tend to want as much data as possible, so we need to be pretty ruthless with ourselves. You can only collect data that you are actually going to use. You also need to think about what data people will actually give you.
For example if you are a travel company, people are unlikely to tell you their travel budget but are more likely to tell you their preference of star rating for hotels.
Next you are going to have to look at the data that you have. This can be a little bit like looking for something in my daughters room and the older your business the messier the room.
The other thing to remember is that some data has a shelf life. If I ask you for your age, I know that will be out of date in no more than 366 days but if I ask your date of birth, I know your age forever.
Not only does data have a shelf life you also need to think about the quality of the data when you collect it. We already talked about the challenges with explicit data so here I am talking about the data collection methods. Whenever you are going to collect data try to reduce the potential for error as much as possible. It is better to have the person enter the data than saying it to somebody but if they are completing it on an offline form, bad handwriting and the resources needed to digitise it become barriers to getting the data entered accurately and in a timely manner.
Not only does data have a shelf life you also need to think about the quality of the data when you collect it. We already talked about the challenges with explicit data so here I am talking about the data collection methods. Whenever you are going to collect data try to reduce the potential for error as much as possible. It is better to have the person enter the data than saying it to somebody but if they are completing it on an offline form, bad handwriting and the resources needed to digitise it become barriers to getting the data entered accurately and in a timely manner.
Even if the person is entering the data directly and electronically, there is always the possability of fat finger syndrome so adding validation to the form will improve the quality of the data you collect.
Now that you are ready to start collecting data, where should you look? Anyplace you interact with your customers is a good place to collect data.
Email - obviously
Ecommerce
Social
Facebook
Instagram
Pinterest
Face to face, which is exactly what Fred Perry has done
We all know Fred Perry as well as we all know the challenge they faced – collecting new email addresses but also building a single customer view. They had the ecommerce side all covered but they still generate a large proportion of their sales off-line in their shops. They leveraged the fact that most UK consumers have one or two email addresses and those with two tend to have a personal and a marketing or a personal and a work which means they will use the same address for marketing comms over and over. They leveraged this fact by implementing e-receipts in their shops. Even if they do not get an opt-in they can use the email address to match the offline data with their ecommerce data and get that 160 degree view of the customer.
Barbour had the opposite problem though they were founded in 1894, they were late to the digital marketing and ecommerce
Their history brought with it another challenge in their brand heritage and their three royal patents, which is why they were quite reluctant to try a pop-over. Let’s face it, none of us like pop-overs but they work in both B2C and B2B scenarios.
Once we convinced them to try a pilot the results became clear and the full roll-out has been very successful.
Dune had a different problem. They have ecommerce sites in four different languages but had no idea of each recipients preferred language. Getting this data going forward was as simple as tagging the language of the page for each recipient but they had to come up with a way to get the language preference for their existing registrants. Their solution was quite simple – a link for each language in their emails. What is great about this is the typical approach would be to have a link to a preference centre or some other landing page, instead Dune catured the data directly from the email – basically a preference centre without the centre.
So for data it is all about what do you need, what do you have and getting it in a way that ensures the best quality. Now that you have the data, let’s use it.
This is mission control in Houston in 1969. To put this into perspective those two screens on the right are about the size of an iPad. Interestingly the computer on the Apollo rocket had less memory and less computing power than an ipad.
This is the same room today. The explosion in screens is a great example of the changes we all face – more data, more technology, more power.
…but technology is just an enabler. In our office that iPad that put two men on the moon is used to make a flat white. Now the coffee is good but I am not sure the technology adds a whole lot to it.
…when all you need to make a cup of coffee is this.
Upstream = making it easier to get your campaigns out the door
Downstream = what we think of when we thin of marketing automation – reader does X so we will send Y.
The theory here is
Targeted segments with dynamic content, delivers relevancy.
Relevancy delivers results
Greater relevancy means you can send more often… generating more sales
However there is a cost associated with creating segmentation & dynamic content
Its much easier in B2C ie pulling in product feeds than B2B perhaps.
Therefore there is a diminishing return on creating segments for segments sake and the same for content
Making sure you have spent less time ‘doing’ & more time on your segment & content strategy
Elemis here, deliver a personal service so they do face to face, they are trying to replicate this via their email
Emails 1 & 2 no offers whatsoever, its all about getting to know you & about you getting to know Elemis as a brand by giving expert advice
Email 3 softly no offer, but a treat, free gift
Email 4 a bit harder with the offer … but also add guides and reviews/testimonials
Email 5 & 6 they go in harder with an offer… ‘are you deaf just buy something ’ 10% & 20% discount
Why leave to emails 5 & 6? Why not offer in immediately… Well that’s leaving money on the table.
Those that brought in emails 1-4 don’t get emails 5 & 6 as we recognise the purchase and change the CJ
And even phones come in different sizes
It looks good on my device. Fact point: more mobile than desktop email. Think email first
Know your audience. Who are they? What are their motivations? What do they want?
David Ogilvy once said, “ the consumer isn’t a moron; she is your wife. You insult her intelligence if you assume that a mere slogan and a few vapid adjectives will persuade her to buy anything.”
Who’s opened up a Whatsapp essay before?TLDR – too long didn’t read
Fewer words to get to your point
My next tip – create customer-centric copy.
Okay, my next tip: use actionable language
Get, order buy, sign up, start
Here’s my final tip.
Pictures do tell a thousand words
Honestly, I’m not sure which is more baffling: the fact that this myth was ever created or the fact that it has persisted for as long as it has.
In reality, the sending of plain text emails has zero effect on your deliverability, meaning the plain text has zero bearing on the ability to pass your email off to any receiver (ISP).
Plain text messages also have zero impact on your inbox placement rate. There are a lots of factors that weigh in on your ability to get into the inbox (as opposed to the spam or bulk folders) – among them are domain reputation, IP reputation, content, etc. – but whether your email is HTML versus plain text isn’t one of them.
But the biggest part of this myth that needs to be busted is that emails composed in plain text receive better open rates than emails that are composed in HTML. I guess the idea here is that if it’s in plain text, the ISP will just pass it through straight to the inbox, having concluded, “This must be a personal message,” or “this is just a transactional message” and the recipient will be able to read it no matter what device or browser they’re using, so they’ll open it every time.
Not only is that logic wrong because one doesn’t correlate with the other, it’s also impossible to prove because plain text emails don’t process opens at all! If it’s in plain text, there’s no image pixel to be downloaded, so there’s nothing to tell the ESP Platform that the recipient opened the email.
In February of 2015, I sat down with some key email program personnel from Comcast, Microsoft, AOL and Google to discuss how they measure activity within the inbox and what senders of commercial email should be doing from their point of view. Matt Moleski from Comcast, Paul Rock from AOL, John Scarrow from Microsoft and Sri Somanchi from Google were all at the meeting. User click behaviour was one of the many topics we talked about when discussing how they measure engagement vs how email marketers measure engagement.
When asked about monitoring and or measuring user click behaviour, each receiver agreed that they don’t look at that. None of them track what a user clicks within the message itself. In fact, they all view tracking what a user does inside of an email as a violation of privacy. Google showed me an internal privacy policy which prohibits the monitoring and/or tracking of what a user clicks on within an email! Whether a recipient clicks on a link within a message or not, has no impact on the reputation score that they give to a sender. Therefore, clicking links in an email will do little to improve deliverability.
Back to that meeting I had last year…. Subject line came up.
One very interesting point shared by all of the receiver representatives was the fact that subject lines don’t matter. That’s right - subject lines don’t matter (not size, not content, not special characters, not even FREE FREE FREE!!!!!!!!!!!!!!!!!!!!! – yes, you can have as many exclamation points as you want). They are not looking at subject lines at all.
That being said, if a subject line happens to trigger a user behaviour that is a negative signal, this will have an impact on inbox placement for that recipient. This means that although the receiver isn’t looking at the subject line, the users are, and if the users react negatively, it can hurt. When a user marks a message as SPAM, it will definitely affect any future emails to that particular recipient. If the negative reactions are large scale (meaning many users take the same negative action), there will most likely be a global issue as a negative reputation score will be assigned to you. I would also caution any sender that words like FREE still matter to the FTC – so if you use it, make sure it isn’t misleading.
The ultimate irony is that marketers cannot even agree on the attribution of one of our most famous quotes. If you are from America, then you know that this was first uttered by John Wannamaker a Philadelphia retailer. If you are British however, then William Lever founder Lever Brothers is your man.
As humans, we are always searching for one theory that will explain the nature of the world and the universe. As marketers we are no different, we are looking for one methodology that will help us measure, learn adapt and optimize our campaigns. We are always searching for the silver bullet of campaign metrics?
Make sure you measure the true cost of email.
Many people simply buy based on price of the tools, or something like the CPM costs.
Consider the
Human costs of production of HTML
Human costs of data segmentation
The opportunity costs of not analyzing & testing
and therefore refining your message & Strategy?
We use opens & clicks to prove we are doing a good job
They are easy to measure & capture…
BUT We have to pay attention to what the data is actually telling us!
Open rates are captured when a recipient downloads a small ‘invisible’ image embedded in the HTML.
In B2B Outlook Images turned off, by default. I can digest the content without “opening”.
Mobile devices, Iphones download images automatically. Flick through my inbox, I track as open, but am I really engaged?
THERE FORE You cant rely on these as a measure of success
A practical example.
Stats from a client (Odeon Cinema) The film The Imitation Game.
Which subject line test won?
Hands up for Campaign A – Open rate of 20%
Hands up for campaign B – Open rate of 10%
Any guesses?
This is of course a trap!
B had lower open rate…. BUT
B had a greater unique clicks
B subject line helped: more specific content, it mentioned the actor.
We need to be looking at the all the metrics
Ideally also be looking at bookings. Version B made most bookings here.
Worth bearing in mind: Often not practical to factor revenue into a tests, due to lag between marketing & the sale
So what should we focus on?
I’m going to give you some alternatives that will drive the success of your business.
Not instead of but on top off
Another question asked all the time:
“How does my open & click rate compare to my industry peers?” …. Its doesn’t matter… Own Benchmarks
Lets now look at Customer engagement or rather Open Reach
This is the metric you should focus on.
Think of this as:
Customer interaction
Over time
Across the whole customer base
Here’s an illustration
Send 4 campaigns.
Each has an open rate of 25%. Make the Average open rate 25%!
Intelligent email marketers will know this is not a problem,
But some say… normally your boss:
“This is terrible, 75% of our customers are not engaged!”
Look at opens across all campaigns .. Never have 100% overlap of openers.
Its not the norm. People interact with different campaigns, depending on what they have on in their life.
Here we find 55% percent actually opened over time.
This % goes up the more campaigns you send. A great argument for sending more email more often.
Open & Click reach is the unique openers / clickers across all the campaigns in a given period (your usual biz cycle (daily / weekly / monthly / quarterly)
Reach is better measure of REAL engagement. & it shows trends & what is happening over time.
Traditional attribution modelling is either
Too simple… last click! Guess what… search wins hands down every time with this
If you only did search, your company would soon suffer. So we know last click attribution is not useful.
Other models too complicated, set up by some data boffin, to complex for us to use on daily basis.
So lets look Customer Value Analysis
Traditional attribution models work from sales made
Lets work back from the total sales we want to achieve instead.
Here we have a B2C company that are only marketing on Email and Facebook. So, you will have email recipients and Facebook fans. Once we have identified who is in each of these groups, we can look at the revenue generated by the customers in each then compare the two channels to each other. Let’s put some made up numbers to this.
So, we have 100,000 email recipients. 10,200 of them made a purchase over the past quarter generating £159,000 in revenue and you can see that dividing the revenue by the number of purchasers we get the average purchaser value of £15.50 and then by dividing revenue by email subscribers we get the average value of an email address, which is £1.59. The same analysis works for the 30,000 Facebook fans and this analysis shows that Facebook is definitely the better channel at driving value from purchasers…
… but I can almost hear you all saying, “hang on a second here Skip, aren’t we double counting the people who get the email and are fans on Facebook?”
Well spotted because yes we are…
… in reality there is an overlap in the Venn diagram. So, you will have email recipients, Facebook fans, and people who interact with both. Once we have identified these three groups we can look at the revenue generated by the customers in each then get a true comparison of the two channels. Let’s add this into our example.
Now we see that people that interact with
Email only drive £15 from purchasers and £1.50 across the board
Facebook only drives £10 and 10p respectively
But both is where the money is with £20 from purchasers and £2.40 from all contacts
So, what does this tell us:
You can spend up to £1.50 to acquire an email address and a further 90p to convert that email recipient to a Facebook fan but you should spend next to nothing on Facebook fans alone
You can spend up to £13.50 on people who only receive your email to get them to convert
If next quarter’s target is £200k, there are a number of things you can do but if nothing else changes you will need 11,038 new email addresses of which 1,200 will also be Facebook fans and 1,250 will be purchasers.
One word of warning here I have purposely structured these numbers for the purpose of this illustration. They do not always work out this cleanly. Remember that you might have a channel with a very high average purchaser and overall average values but pumping a lot of money into these may not generate increase the revenue linearly.
In this example we look at stats of those who brought via email, those who brought via facebook only & those that interacted with both!
Calculate
Ave Value - Db size / Total Rev
Ave purchaser value – Total Rev / No of purchasers